The omnichannel retail consumer in 2024

In recent years, the rise of digital channels has profoundly changed consumer habits, placing the consumer at the heart of an ever-changing omnichannel landscape.

This transformation, accelerated by post-pandemic circumstances, regulatory measures and an inflationary environment, has led to substantial changes in the way people interact with brands and make purchases.

With this in mind, budgetbox, Sogec and Harris Interactive have initiated a fourth edition of the omnichannel consumer study. The study, already carried out in 2018, 2020 and 2022, aims to better understand consumer profiles, habits and evolution, taking into account the various contexts in which they evolve.

So how widespread is omnichannel in 2024? How has the profile of the omnichannel consumer changed in 2024? What is their behavior in an inflationary context?

In the following pages, explore the results and latest insights on the omnichannel consumer in supermarkets in the year 2024.

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